Playbook: The Multithreading Playbook

Description

Listen

Quoted on this wiki

Every place a page here uses this source, in the order the words come in it.

1. 7:05

   this is for the important ones, you should employ your team. So what you might do is if there's an exec that your CEO is connected with on LinkedIn, use them to get an intro. Or if there's a number of below the line people that maybe don't need as strategic messaging as those VPs, you might go work “with your SDR or BDR team to get in front of some of those below” the line people. And so general rule here is you should always be prospecting to try to get into the different strata of titles that you want to meet with. And then once I get a meeting, Armand, I should just give up and say, cool, I've got a meeting, I don't need to prospect anymore, right? That's correct. You just stop. You stop and you quit your job

   In SDR and AE operating model

2. 12:02

   who head up content marketing and demand gen. I think the right people for me to meet with are Dave and Lucy, and then pull up their LinkedIn profiles. Now, what I need to do is get their affirmation that those are the people that I'm gonna be meeting with. And do not just say, cool, I'm gonna go talk to them and come back to you. “What you need to do is solicit a direct introduction.” So, ask them if they'd be willing to make an introduction via email. Because if you leave the meeting without an intro, what are you gonna do? Like, just start calling these people out of the blue? Even if you're able to get ahold of them, you have so much more credibility when they make that introduction and they say, Dave, talk with Nick, he's gonna come back to me with a recommendation. So, know the titles, know the names,

   In Asking for introductions

3. 12:22

   So, ask them if they'd be willing to make an introduction via email. Because if you leave the meeting without an intro, what are you gonna do? Like, just start calling these people out of the blue? Even if you're able to get ahold of them, you have so much more credibility when they make that introduction and they say, Dave, talk with Nick, he's gonna come back to me with a recommendation. “So, know the titles, know the names,” get permission to get an introduction, and get those direct introductions. And then from there, a very common error that salespeople make is they've got a next steps field in their CRM. And they go to their boss and say, cool, I've got a next step on the books next week

   In Specific introduction requests

4. 12:26

   to make an introduction via email. Because if you leave the meeting without an intro, what are you gonna do? Like, just start calling these people out of the blue? Even if you're able to get ahold of them, you have so much more credibility when they make that introduction and they say, Dave, talk with Nick, he's gonna come back to me with a recommendation. So, know the titles, know the names, get permission to get an introduction, “and get those direct introductions.” And then from there, a very common error that salespeople make is they've got a next steps field in their CRM. And they go to their boss and say, cool, I've got a next step on the books next week to talk with the director of marketing who you got introduced to.

   In Specific introduction requests

5. 13:16

   even though you have a next step of meeting with some of these direct reports, get that roll-up meeting where you come back with your insights and recommendations on the book for three or maybe even four weeks out. And what that does is it gives a sense of urgency for those other meetings, and worst case scenario, you kick it out. But do not leave that meeting “without that next, next, next step on the books.” So now at this point, we've explained who we need to get introduced to, why they need to be involved, and we even have an end marker for when we talk to these people, we're gonna come back and give a presentation. Now we need to go and talk to these people. And the best way to talk to these people

   In Discovery next-step agreement

6. 23:29

   So step one, you get on the call, you want to figure out why are we even here? I bet a lot of salespeople reach out to you and I don't imagine you take every meeting. What prompted you to take this meeting? Get the other person talking. Then what you want to do in your upfront contract is you need to early, early on foreshadow “the fact that you are going to be asking for introductions to other people.” So you might say something like, look, Armand, these first meetings typically end up going one of two ways. You might decide today that this thing is not a fit, and if that's the case, no worries, you won't hurt my feelings. I didn't build the software, I'm just the one that sells it. The other outcome might be you say, hey, this seems relatively interesting, might be worth doing some deeper due diligence on this.

   In Asking for introductions

Quotes are verbatim and belong to their publishers. Where a quote has been translated, the original wording is kept below it.